Consumer Insight

Out of the blue

Blue food is a rare occurrence in nature. There are no leafy blue vegetables, no blue meats, and aside from blueberries (that frankly speaking aren’t necessarily blue but rather a vivid violet) and a few blue-purple potatoes from remote spots on the globe, blue doesn't exist in any significant quantity as a natural food color. It’s a shame. The hue is so inviting and beloved. It would be so nice to appreciate it. Luckily today it’s possible to create visual and appetite appealing food with all the colors of the sky.

The young generation and their use of Social Media have elevated the color blue as a rising star within Food and Beverages. On Instagram, you can easily see blue is everywhere, by typing in #bluefood or even #unicornfood.

The blue revolution seems to have been started by Starbucks Unicorn Frappuccino (available for only five days in April 2017!) and thereafter taken up by many manufacturers around the world. The trendy pink, purple and blue drink was made with natural colors including spirulina, turmeric and other fruit and vegetable extracts.

Millennials (from ’80 and ’00) and Z Generation (between ‘00 and ‘10) use Social Media as the primary source of inspiration. And it's no different when it comes to food. 60% of Millennials and 55% of Z Generation people agree that Social Media is a good source of diet inspiration, according to Mintel. This phenomenon creates a new loop of new ideas that inspire consumers and new product development or vice-versa.

While in the past flavor was the main priority when it comes to innovation, but with the rise of the "Eat with your eyes" trend boosted by Social Media, colors now play the central role and receive considerable attention during product development. Products with bold, bright and cool colors, particularly natural ones are trending, because they connect immediately to these target needs.

Blue lattes, smoothies, and bowls have a strong appeal and the “Instagrammable” benefit in brands’ favor. Updated and connected brands can use colors to communicate with youngsters using a quick, visual and to-the-point approach to be relevant.